Cadillac x EF Pro Cycling - Tour de France Campaign

The challenge was to establish a visual direction that united Cadillac's premium electric vehicle brand with the energy and intensity of professional cycling for the 2024 Tour de France.

I was brought on to lead the art direction and develop proof-of-concept animations for a campaign celebrating the partnership between Cadillac and EF Pro Cycling. The collaboration marked the team's first use of an all-electric Cadillac support vehicle during a Grand Tour, creating an opportunity to communicate innovation, performance and sustainability through a distinctive visual language.

Working closely with the creative team, I developed a series of styleframes that established the campaign's overall look and feel, balancing Cadillac's refined, premium aesthetic with the speed and excitement of elite road racing. These visual explorations became the creative foundation for the motion graphics, helping define the composition, typography, colour palette and animation style before production began.

Alongside the static concepts, I produced proof-of-concept animations to explore movement, transitions and pacing, allowing the creative direction to be tested and refined before full production. This early development process helped validate the visual language while providing a clear framework for the final campaign.

The result was a cohesive creative direction that blended premium automotive branding with the dynamism of world-class cycling, demonstrating how considered art direction and early motion exploration can shape the success of a large-scale campaign.

Role: Art Direction, Styleframes & Proof of Concept Animation